The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Award
Agency
Client
Title
Category
Annual ID
The Shotline
Agency: MullenLowe U.S.
Client: Change The Ref & March For Our Lives Category: Use of AI / Other
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Use of Media in Technology
Kentucky Fly Chicken
Agency: Ogilvy Australia / Sydney
Client: Kentucky Fried Chicken Category: Commerce
The Billboard Run
Agency: Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client: adidas Category: Technology as a Creative Tool
Motorola Deep Connect
Agency: Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client: Motorola Category: Technology as a Creative Tool
Skin Like Me
Agency: Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client: Bepanthen Category: Technology as a Creative Tool
VISIONGRAM
Agency: DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama
Client: Japan Blind Judo Federation Category: Technology for Good
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Technology for Good
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Technology
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Innovation / Execution in Technology
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Creative Use of Data
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Creative Use of Data
The Billboard Run
Agency: Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client: adidas Category: Experiential / In-person
TIM Block PIN
Agency: BETC HAVAS / Sao Paulo + TIM Telecom + Zaine / São Paulo + French Fries Audio / São Paulo
Client: TIM Telecom Category: Experiential / In-person
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / New Ideas in Technology
Award:
2025 Creative Use of Technology Merit Award
Agency:
MullenLowe U.S.
Client:
Change The Ref & March For Our Lives
Title:
The Shotline
Category:
Use of AI / Other
Annual ID:
OS25_CT023M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / Use of Media in Technology
Annual ID:
OS25_CT042M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
User-Generated Content (UGC)
Annual ID:
OS25_CT032M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Ogilvy Australia / Sydney
Client:
Kentucky Fried Chicken
Title:
Kentucky Fly Chicken
Category:
Commerce
Annual ID:
OS25_CT038M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client:
adidas
Title:
The Billboard Run
Category:
Technology as a Creative Tool
Annual ID:
OS25_CT024M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client:
Motorola
Title:
Motorola Deep Connect
Category:
Technology as a Creative Tool
Annual ID:
OS25_CT025M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client:
Bepanthen
Title:
Skin Like Me
Category:
Technology as a Creative Tool
Annual ID:
OS25_CT026M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Publicis Conseil / Paris
Client:
SOLAR IMPULSE
Title:
AI. IMPULSE
Category:
Technology for Good
Annual ID:
OS25_CT033M
Award:
2025 Creative Use of Technology Merit Award
Agency:
DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama
Client:
Japan Blind Judo Federation
Title:
VISIONGRAM
Category:
Technology for Good
Annual ID:
OS25_CT034M
Award:
2025 Creative Use of Technology Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Technology for Good
Annual ID:
OS25_CT035M
Award:
2025 Creative Use of Technology Merit Award
Agency:
GUT / Miami
Client:
Google
Title:
Javier in Frame
Category:
Technology for Good
Annual ID:
OS25_CT036M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT040M
Award:
2025 Creative Use of Technology Merit Award
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT041M
Award:
2025 Creative Use of Technology Merit Award
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
B2B Communications
Annual ID:
OS25_CT037M
Award:
2025 Creative Use of Technology Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Creative Use of Data
Annual ID:
OS25_CT029M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Creative Use of Data
Annual ID:
OS25_CT030M
Award:
2025 Creative Use of Technology Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Creative Use of Data
Annual ID:
OS25_CT031M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client:
adidas
Title:
The Billboard Run
Category:
Experiential / In-person
Annual ID:
OS25_CT027M
Award:
2025 Creative Use of Technology Merit Award
Agency:
BETC HAVAS / Sao Paulo + TIM Telecom + Zaine / São Paulo + French Fries Audio / São Paulo
Client:
TIM Telecom
Title:
TIM Block PIN
Category:
Experiential / In-person
Annual ID:
OS25_CT028M